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Cross-Media Consumption: Insights from Super Bowl Advertising

Author

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  • Bharadwaj, Neeraj
  • Ballings, Michel
  • Naik, Prasad A.

Abstract

When viewers engage in cross-media consumption—view television advertising and social media posts on another medium—how do stimuli from multiple screens influence their response? To address this question, we construct a comprehensive dataset to estimate the effects of Super Bowl advertising and the advertised brands' Facebook content on ad likability. The novel insights emerging from the analyses include that: both media directly and significantly impact the response, contributing 60% and 40%, respectively; thinking hurts liking; and an ad's serial position does not matter, which differs from the primacy and recency effects previously reported in advertising studies. This study contributes to the theory and practice by: (i) testing open research questions empirically regarding the complementary effects of two screens; (ii) extracting the formal, analytic, and narrative thinking styles from the actual words in social media comments; and (iii) demonstrating that divided attention across screens has negative consequences on viewer appraisals.

Suggested Citation

  • Bharadwaj, Neeraj & Ballings, Michel & Naik, Prasad A., 2020. "Cross-Media Consumption: Insights from Super Bowl Advertising," Journal of Interactive Marketing, Elsevier, vol. 50(C), pages 17-31.
    • Handle: RePEc:eee:joinma:v:50:y:2020:i:c:p:17-31
    DOI: 10.1016/j.intmar.2019.09.002
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